BID № 002/2019
BACKGROUND
GAIN was launched at the UN in 2002 to tackle the human suffering caused by malnutrition. GAIN is a global, Swiss-based foundation that mobilises public-private partnerships and provides financial and technical support to deliver nutritious foods to those people most at risk of malnutrition.
GAIN contributes to fighting malnutrition in Ethiopia through innovative and sustainable models that increase access to affordable nutritious foods among communities vulnerable to malnutrition and is currently implementing a Complimentary Food (CF) project. The project’s overall objective is to increase the quality of children’s diets by multiplying the number of nutritious and safe food options mothers have for their children. The project aims to increase demand for nutritious foods to be consumed by children 6-59 months, and improve market access to these nutritious CFs, such as increasing the number of market channels in creating a feasible distribution strategy.
PRODUCT OVERVIEW
One of the first products presented as an affordable nutritious food option to mothers are eggs. Eggs are nutritious by being rich in protein that are critical for the growth and development process of the 6-59-month age group. Eggs also are the most accessible food items with their own distribution platform between suppliers and retailers which can be capitalized upon to provide the needed support so that the target group can easily access them in the market. Furthermore, they have a reasonably longer shelf life as compared to other fresh food groups resulting in longer availability and can be easily provided to children.The above properties make eggs one of the most optimal food options that incorporate better affordability, accessibility and availability to be presented to mothers. They are primarily setup to be positioned in kiosks and open markets in the designated target areas as primary access points for the target consumers. However, there is much needed work to be done in terms of creating awareness for demand specially to mothers with children from 6-59 months.
SCOPE OF WORK
Considering the above, GAIN has started the ground work for developing a demand creation strategy towards promoting eggs as a viable and daily consumable food option to the target children. Following this, various creative developments have been done and tested in the target group whereby a communication strategy has been designed along with promotional tools (creatives) on how to best position eggs in the target market for demand creation. This activity will be an extension towards implementing the communication strategy using the supporting promotional tools focused for above the line (ATL) and below the line (BTL) market activations for awareness and positioning of the product.
The Creative Agency will be tasked with the implementation of the agreed promotional strategy based on the developed communication strategy by GAIN.
Accordingly, summary of key activities of the assignment addressed in this TOR are:
Media buying and placement of 60 sec radio ad in selected local radio stations and timing in each region.
Assist in providing media plan with subsequent monitoring report after implementation.
To sensitize the delivery channels through organizing training and awareness workshops in preparation for BTL activations.
Egg promotion market activation and visibility support implementation in selected consumer touchpoints (kiosks, open markets, school and residential areas) in the selected target areas.
To address the deliverables above, the agency is expected to develop the planning which considers the following.
Target Areas: The project target areas are in selected towns in Aleta Wondo, Dilla, Aksum, Indasilase, Arsi Negele, and Shashemene covering all areas in those towns were feasible distribution channels are identified under selected routes for egg delivery.
Target Population (promotion): Mothers with children between 6 and 59 months.
Target Population (consumption): Children between the ages of 6 and 59 months.
Market Positioning: Egg is to be positioned primarily in kiosks targeting low-middle income families and open markets.
Product Positioning: Egg as an affordable and daily consumable (at list 3X/week) nutritious food for strong and active kids.
ACTIVTIES/DLIVERABLES AND TIMELINE
Considering the above scope of work, below are the specific deliverables with key indicators the agency is expected to fulfil as part of the assignment.
Scope of Activity | Tentative Timeline |
Delivery Channels Activation | |
Provide a list of the target delivery channels per the smallest structure in all six towns for the activation | 30-September 2019 |
Organize delivery channel sensitization half day workshop for retailers and provide training | 20-Septmeber -15 October 2019 |
Activate visibility by organizing an MIT in the sensitized channels | 1-15th November 2019/20 |
Influencers Sensitization | |
Hire venue for logistics for full day sensitization workshop for key influencers (government and community). | 20-Septmeber -15 October 2019 |
Promotional Materials Development | |
Design bibs, capes on the preparation and consumption of egg | 15- September 2020 |
Design visibility stickers for three wheels (bajaj) activation | 15- September 2020 |
Demand Creation Implementation | |
Implement branding of stickers for three wheels (bajaj) activation for a 12-month period including contracting and assimilation. | 15-November 2019/20 |
Develop media plan to promote jingle and radio ads for community sensitization | 1-October 2019 |
Execute placement of radio ads in local language on selected stations feasible for all six towns | Nov 15-Jan 7, 2019/20. Oct 6-11, 2019/20. Feb 22-Apr 18, 2020/21. |
Develop media plan to send out SMS on egg message for community sensitization including developing the message. | 1-October 2019 |
Place SMS blasts on selected mobile users feasible for all six towns | Nov 15-Jan 7, 2019/20. Oct 6-11, 2019/20. Feb 22-Apr 18, 2020/21. |
Organize a road show, school and open market activations | Nov 15-Jan 7, 2019/20. Oct 6-11, 2019/20. Feb 22-Apr 18, 2020/21. |
Organize maternal nutrition awareness session through UHEWs and town WCA offices | TBD |
World EGG day celebrations | |
Organize the venue, logistics and positioning of promotional materials and conduct the event in coordination with GAIN in all six towns | 7-11 October 2019/20 |
N.B The maximum available budget for full set of activities (deliverables) is 90,000USD. The agency is expected to provide a detail work plan with associated costs within the budget and scope to the above listed deliverables.
GAIN will provide the necessary promotional material productions for the activity. Agency is expected to work on the design aspect only.
AGENCY QUALIFICATIONS
Proven record with full creative agency capabilities, tools and technologies to perform the design and production of creative advertisements.
Proven experience in creative implementation of communication, promotional and visibility trade marketing tools across various industries.
Proven record of experience in ground level work towards community sensitization and market activations with the ability to allocate ample teams.
Experience on consumers’ feedback and insight assessment towards implemented promotional activities.
Clear and systematic thinking that demonstrates good judgment, expert problem solving, and creativity for innovative recommendations.
Any experience towards engagement in creative works on food business or nutrition sector. A focus on complementary foods is a plus.
Experience working in a public/private partnership environment highly desirable
Qualified team expertise in creative strategy, concept development, design work, promo production and media buying. Fluency in local languages is a requirement.
Ability to deliver on short deadlines with the expected quality and outcome intact.
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